P&G Cuts Ties With Sanctioned Georgian Broadcaster, Nestlé Launches Probe
By Messenger Staff
Wednesday, June 24, 2026
Procter & Gamble has severed its relationship with UK-sanctioned Georgian broadcaster Imedi TV months after continuing to advertise on the channel, while Nestlé has opened an internal investigation over the same issue, British business outlet City A.M. reported.
The UK sanctioned both Imedi TV and POSTV on February 24, accusing the channels of spreading "deliberately misleading information concerning Russia's full-scale invasion of Ukraine" that destabilizes Ukraine or undermines its territorial integrity. The designations subject both broadcasters to asset freezes, sanctions on trust services, and director disqualification measures. Observers had warned at the time that advertising on the channels would carry legal risk for international companies.
According to City A.M.'s June 23 report, an internal compliance investigation led by John Brandon, a senior director and head of P&G's European ethics and compliance office, resulted in the company cutting ties with Imedi on Monday. P&G is the American consumer goods giant behind Gillette, Pampers, and Head & Shoulders.
Nestlé, the world's largest food and drink company, is separately investigating its own advertising exposure on Imedi. City A.M. reported on June 22 that the probe is being led by the company's global head of legal with input from its London team. A Nestlé spokesperson said the company "complies with all applicable laws and international sanctions, and this includes our activities in Georgia."
The two companies are not alone. City A.M. noted that several international brands cut ties with Imedi immediately after the February sanctions, among them the BBC, which had licensed Strictly Come Dancing to the channel but cancelled the deal the following day.
Georgian Dream Prime Minister Irakli Kobakhidze brushed off the developments on June 23, taking aim at the UK government rather than addressing the advertiser pullout directly. "The highest-rated television company in Georgia was sanctioned by the world's most unpopular prime minister [Keir Starmer], who resigned from his post yesterday in tears. This is karma that has come back to Mr. Starmer," he told TV Pirveli. "It is a shame what happened [sanctions]. This is Britain's shame...the rest is not interesting. We guarantee you that neither Imedi TV nor POSTV will face any problems in terms of functioning, and media freedom in Georgia will be fully protected."
Georgian Dream has consistently framed the sanctions as politically motivated and has pledged to protect both broadcasters. Shortly after the February announcement, UK Ambassador Gareth Ward was summoned to the Foreign Ministry, which afterwards called the measures "unfounded" and "a blatant attack on Georgian society."
Ahead of the sanctions, ownership of both channels shifted hands. Imedi TV owner Irakli Rukhadze divested his shares, while Viktor Japaridze, a People's Power MP and dominant shareholder of POSTV, transferred management of his stakes in late January, though he retained a 52% ownership share.
